Back in 1983, I quickly developed “the #1 seminar and publishing organization exclusively serving the chiropractic and dental professions in North America”. Actually, we were that on day-one of the business because that particular, specific description matched one and only one company; ours. I very deliberately defined a category where we could instantly be #1 […]
The sales call – whether a cold call in person or by phone, or arriving by mail, or as an ad in a magazine acquired for its articles – is an interruption. In my language, an “annoying pest” that presents itself on the person’s doorstep without invitation. We must utilize strategies to move from “pest” […]
One of the trickiest things about social media is that there are multiple platforms you need to keep up with. Just about every business should have a presence on “the big four” (Facebook, Twitter, Instagram, and LinkedIn). When you’re juggling customer information that’s coming in through your website, your email, your customer service numbers, and all of […]
If there is one observation I can say is almost universal about people’s marketing, is that they underestimate the difficulty of the task.
Why else would marketers fail to use all the testimonials and other proof they might muster? Why else would marketers settle for a short letter instead of a long one? Why else would they neglect to offer exciting bonuses, incentives for fast action? When marketers who know better still make half-baked efforts, it reflects their […]
I suggest playing out a mental movie of your prospect’s day, from eyelids opening in the morning to eyelids closing at night. What does he think? Say to himself? How does he dress? Where does he go? What does he eat? What conversations does he have with others? What problems does he deal with? Etc., […]